I had an experience at LL Bean that reminded me of one of the most important principles anyone involved in customer service needs to remember. First the principle, then the experience, and then some questions…

Scott Bedbury, author of a New Brand World, tells of his experience working at Starbucks as a brand manager. He came to Starbucks from Nike, so I think it’s safe to say he knows something about branding. While learning the ropes at Starbucks, he accompanied their Chief Coffee Buyer, Dave Olsen, on a coffee hunting expedition in Java.

Trying to identify the Rosetta Stone to Starbuck’s brand power, he asked Mr. Olsen about what he thought was “THE difference that makes a difference” – the #1 factor contributing to Starbuck’s compelling brand.

Dave Olsen, who Bedbury describes as a combination of scientist, philosopher, and Indian Jones, pondered the question and then responded: “Everything Matters.”

This is something that every world class brand manager and every world class customer service provider gets: Everything Matters.

Every interaction with the public, every policy and procedure, every operational decision matters. Each can either build or damage your brand, each can either strengthen or weaken your reputation in the marketplace.

That’s one of the reasons why it’s so important to:
- continually get feedback on the service you provide
- customer experience map your service processes
- get better at hiring people who possess the “service gene”
- train and coach
- celebrate great service
- hold people accountable

I was reminded of how every employee matters last week, just prior to doing a training program for managers at one of the LL Bean call centers. I went to the front desk and introduced myself to the receptionist, who gave me a big smile, said “Welcome Mr. Lee” and called my contact person. It was clear that she was expecting me. Adding a nice “we’re two human beings” rather than a “You’re the 47th person I’ve had to greet today” touch, she complimented me on my tie. Her whole presentational style was friendly and welcoming.

I found myself thinking about other companies I’ve worked with and the range of receptionists I encounter – from gruff and coarse, to bored and indifferent, to stressed and harried, to warm and gracious.

Each style communicates to the customer or would be customer who their employer is as a company. Because we humans are not rational beings, if we are treated in a cold, indifferent way, we generalize our experience to the company. We find ourselves thinking “This isn’t a friendly place” or “They’re not going to be easy or pleasant to deal with.”

Conversely, when we’re treated in a warm, friendly way, we generalize this to the company. We think “This is a friendly place” and “This would be a great company to do business with.”

Back to the personable LL Bean receptionist. Isn’t that what you would expect from LL Bean? Doesn’t that fit with their brand, their reputation for being easy to deal with and a company that cares about its customers?

Contrast this with companies you’ve dealt with who advertise that they love their customers, but your interactions with their receptionist or other staff convey a different message.

So… a few questions to ponder:

1.What message do you want to convey to the marketplace about your business? What message do you pay your advertising department or an external firm to put out?

2.Does each of your employees act in ways that reinforce and strengthen that message? How do you know?

3.Do you constantly solicit feedback from customers?

4.Do you coach your about how what actions, word choices, and responses communicate your message?

5.Do you hold them accountable?

6.Are your processes customer-friendly? How do you know?

To help your employees develop a more mindful, “heads up” approach to service, teach them “Everything Matters” and keep that same mantra in mind as you make your customer service decisions.

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